Post on 18-Aug-2015
FLAGSTAFF CVB RE-IMAGING
Presentation for City CouncilDecember 11, 2012
• Current campaign– Launched website February 2008
• Updated in-house
– Launched advertising March 2008• Designed in-house
– Ongoing design and update of collateral materials• Sales and media kits• Visitor Guide• Explore Guides• E-Newsletters• Flagstaff Happenings
• Reviewing overall efforts – Opportunity to improve– Campaign length– New tools
• Moving Forward
PROCESS
• Reviewed research available• Conducted focus groups• Formulated a creative brief• Generated key take-aways to build campaign
Focus on the Flagstaff Experience
Highlight Seasonality
Show Variety
Evoke Emotion
Express Vibe
• Use in all markets– Geographic– Behavioral– Return visitor vs. new travelers– Tour Market– Meetings Market
• Flexibility to use with all media– Digital– Print– Color or black & white– Large or small scale– Collateral and promotions
flagstaffarizona.org• 800.842.7293
• 1st photo shoot October 2012• 2nd photo shoot scheduled with winter• Additional photo shoots in FY 2014• Web design/creation began November 2012• Overall campaign – Launch May 2013